A significant new report offers critical insights for agritourism operators across Western Australia. My focus, as always, is to cut through the jargon and deliver practical, actionable advice for your business.
I’ve been closely examining the PGAV 2025 Voice of the Visitor Report, a recent analysis of the attractions industry. While this report originates from the United States, its findings resonate deeply with the trends we’re observing in Western Australia’s agritourism sector. The core principles discussed are highly relevant to our local operators, signaling a crucial shift in visitor behaviour.
The good news from the report is that the average number of attractions visited annually has increased post-pandemic, and this trend is projected to continue into 2025. However, the critical insight for us is a growing consumer preference: visitors are increasingly drawn to new experiences, prioritising exploration and discovery over revisiting familiar destinations. The report explicitly states: “Been there, done that shows a growing aversion to repetition.” Visitors, particularly younger generations (18-54), are less likely to return to an attraction than a decade ago, motivated by the excitement of trying something unique and fresh.
This isn’t just a fleeting trend; several factors contribute to this decline in repeat appeal, principles that apply directly to our operations here in WA.
The Forces Reshaping Visitor Expectations
The report identifies key influences behind this shift in visitor behaviour:
- The Commoditisation of Experience: Any experience, no matter how enjoyable, can lose its unique appeal with repetition. The initial ‘wow’ factor diminishes with subsequent visits, leading to the “been there, done that” sentiment. This human desire for novelty is deeply ingrained; our brains seek new stimuli, driving us to explore rather than simply repeat. For agritourism, this means understanding that even a popular offering might require a fresh perspective to maintain its draw.
- The Rise of ‘Foodie’ Culture in Out-of-Home Entertainment: The landscape of what constitutes a ‘good night out’ or valuable leisure time has evolved dramatically. The PGAV report indicates that more than half of Americans consider themselves “foodies,” actively seeking adventure and discovery through food and drink. Crucially, satisfaction with food quality at an attraction was identified as the number one factor influencing guests’ intent to return. This trend aligns with the significant growth of destination breweries, wineries, cideries, and distilleries in Australia, which are now direct competitors for leisure time and spend. For agritourism operators, this reinforces the power of our farm-to-fork narrative and high-quality food offerings.
- Conspicuous Leisure and Social Media Influence: In today’s ‘experience economy,’ status and self-identity are increasingly built on unique experiences rather than material possessions. The report highlights that nearly three-quarters of Americans prioritise experiences over products. For younger demographics especially, an impressive, shareable selfie from a memorable leisure experience holds significant social currency. Social media has transformed leisure consumption, with “conspicuous leisure” now a primary driver. This means that for many visitors, particularly those in their 20s and 30s, if an experience isn’t visually appealing or shareable on platforms like Instagram, its perceived value can diminish.
- FOMO and a Near-Limitless Array of Options: The constant stream of unique experiences showcased on social media fuels ‘Fear Of Missing Out’ (FOMO). This, in turn, motivates individuals to seek out new experiences to avoid feeling left behind, further amplifying the “conspicuous leisure” cycle. Compounding this, the report notes an explosion in the variety of out-of-home (OOH) leisure options available – from numerous festivals and live events to diverse culinary destinations. This vast choice means there’s less incentive for visitors to repeat visits when a myriad of new and unique options await.
Practical Implications for Western Australia’s Agritourism Operators
While the data originates from the US, these underlying human desires and market shifts are universally applicable. Western Australia’s agritourism sector, with its authentic offerings and unique regional charm, is well-positioned to adapt and thrive. Here’s how to apply these insights to your business:
- Embrace Annual Evolution: For seasonal or annual events, consider how you can refresh your offering each year. This could involve introducing new themes, featuring different local produce, collaborating with new artists or entertainers, or developing unique culinary experiences. Making each year’s event distinct provides a compelling reason for repeat visits.
- Implement Rotational Offerings: For ongoing farm visits or longer festivals, explore introducing weekly or bi-weekly themed activities. Perhaps a “Harvest Highlight” week, followed by a “Meet the Makers” weekend. This creates a dynamic itinerary that encourages multiple visits throughout a season or year, ensuring there’s always something new to discover.
- Elevate Your Culinary Experience: Given the strong influence of ‘foodie’ culture, leverage your farm’s produce. Offer high-quality farm-to-table dining, unique tasting experiences, cooking demonstrations, or workshops that highlight your produce. Reinforce the connection between your land and the plate – this is a powerful differentiator for agritourism.
- Curate Shareable Moments: Think strategically about the visual appeal of your farm and experiences. Identify and enhance natural ‘Instagrammable’ spots. Provide clear, engaging signage. Ensure your activities are inherently photogenic. By facilitating appealing content, you empower your visitors to become enthusiastic marketers for your business.
- Infuse Meaning and Education: For visitors seeking deeper engagement, consider offering educational components such as guided tours detailing sustainable practices, interactive workshops on farm crafts, or expert-led tastings. These ‘transformational’ experiences add significant value, moving beyond mere entertainment to create memorable, enriching visits.
This report serves not as a deterrent, but as a clear roadmap for innovation within our industry. The Western Australia Agritourism Association (WAAA) is committed to supporting our members in navigating these shifts. We encourage you to review your offerings through this lens of ‘novelty’ and ‘experience currency’.
Keep an eye on the WAAA website and future newsletters for more practical tips and resources to help you innovate and thrive in this exciting, ever-evolving landscape.
